Media Industry
Industry: Email Alert RSS FeedMayo Clinic sticking with "old-fashioned," oversized direct mail package as its control.(Marketing)
Newsletter on Newsletters, The, January, 2008 by Swift, Paul
You could probably file this article in the department of "What's old is new again."
About a week ago, I got an over-sized Kraft envelope in the mail from the Mayo Clinic Health Letter. It caught my eye not only for its size--9.5" tall and 14" wide--but because I just don't seem to be getting that much "old-fashioned" direct mail anymore from newsletter publishers. Presumably, they're all online.
Inside, the prospect is greeted with the usual elements of a classic DM package, with important variations:
* An eight-page sales letter from Medical Editor Robert D. Sheeler, M.D., but rendered on large, lined notebook pages with oversized typewriter font, beginning and ending with paragraphs of blue faux handwriting--the latter a P.S. and P.P.S....
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